Since 1945, Mattel has established itself as a key player in the toy industry, featuring an iconic brand in its portfolio, Barbie®, along with many internationally renowned brands such as Hot Wheels®, Fisher-Price®, Uno®, and Scrabble®. It also offers licensed games and toys. Today, Mattel provides a wide range of toys and games for children of all ages - Play to Grow! In early childhood, toys primarily contribute to awakening senses, stimulate psychomotor development, and enable the first steps in learning shapes, colors, letters, and numbers.
Mattel's licensing activity involves granting licenses for its flagship brands, such as Barbie, Hot Wheels, and Fisher-Price, allowing other companies to create a variety of branded products, including clothing, accessories, video games, consumer goods, and entertainment. This strategy enables Mattel to expand its brands beyond toys, with exclusive collaborations and strategic partnerships, while diversifying its revenue and strengthening the global recognition of its franchises.
